Digital Ad Spending Benchmarks by Industry: The Complete eMarketer Series for 2016 - eMarketer
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Digital Ad Spending Benchmarks by Industry: The Complete eMarketer Series for 2016

eMarketer Report

By: eMarketer

Published: May 12, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

US industries will collectively spend $68.82 billion on paid digital advertising in 2016, the seventh consecutive year of growth. That total will be a 17.4% increase from 2015, when brands spent $58.61 billion on digital advertising. Ad investment is increasing in all sectors, with digital video spurring brands’ spending and programmatic methods being adopted across all industries to varying degrees.

    "As has been the case in years past, retail will remain by far the largest spender on digital advertising among US industries in 2016. The automotive industry will retain its No. 2 spot for the second year, with financial services close behind. At the lower end, the healthcare and pharma industry will remain the laggard in digital ad spending, as it contends with federal regulations on advertising and privacy that limit how and where it can advertise."

    Table of Contents

    Automotive Digital Ad Spending Trends

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    CPG and Consumer Products Digital Ad Spending Trends

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    Financial Services Digital Ad Spending Trends

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    Healthcare and Pharma Digital Ad Spending Trends

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    Media and Entertainment Digital Ad Spending Trends

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    Retail Digital Ad Spending Trends

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    Telecom, Computing Products and Consumer Electronics Digital Ad Spending Trends

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    Travel Digital Ad Spending Trends

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    4 charts are included in the full report:

    Executive Summary

    US Digital Ad Spending Share, by Industry, 2016 (% of total)

    Mobile Beats Desktop

    US Digital Ad Spending, by Industry and Device, 2016 (billions and % of total)

    Video Drives Display Spending

    US Digital Video Ad Spending, by Industry, 2016 (billions and % of total)

    Programmatic Changing the Game

    US Digital Display Ad Spending, by Industry and Transaction Method, 2016 (billions and % of total industry ad spending)